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Marketing to children and pester power. How do marketers target children and how do children perceive advertising? What are the consumer behaviour concepts that marketers have to understand to design the best tactics? Also, what effects does advertising
- Essay length: 6594 words
- Submitted: 18/05/2010
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MARCONNET Aurelie
CONSUMER BEHAVIOUR
MARKETING TO CHILDREN & PESTER POWER
Lecturer: Alan DYMOND May 2010
EXECUTIVE SUMMARY
Marketing to children is a subject with a lot of ethical issues. Indeed, children are the embodiment of innocence in our society and marketing them has become very controversal. Why? Because their cognitive status is not as developed as an adult so that they cannot perceive all the manipulations implemented to make them yield.
Therefore, it is a "rule" today for marketers to make anything they can to maintain some ethics in their way to advertise their products if they do not want to have some bad image conveyed in return.
Apart from considering all ethical issues, marketers also have to consider all the consumer behaviour concepts to target children in a proper and efficient way.
The sensory input manipulation;
The Maslow's hierarchy of needs;
The influence of children on the decision process;
The consumer behaviour patterns of children;
The sex role socialization concept;
The extended self and finally;
The fact to consider children as a third major market will be the main concepts we will focus on.
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